Obviously, the main merchandising area is defined where there is a complete range and variety of products available for sale and the display of those products in such a way that it stimulates interest and entices customers to make a considered purchase. Customers usually know what they are looking for when they make a beeline for such areas. Large displays are defined as scenes that incorporate multiple products with one common theme which captures the shopper’s attention, tells a story, visually suggests add-on purchases and encourages the customer to linger.
So where else within a store is a prime area?
An important area to consider after utilising the main aisle space is the side space on the ends of gondolas. (Often known as End Caps). They should turn stock twice as fast as all other merchandising areas as the footfall is greater around these areas. So if you can tell the same story as the large main displays or create an impulse purchase by way of suggestion in a much smaller available space, you are onto a winner!
Therefore, by being clever with existing display areas with the use of Parasite Displays, Secondary units and Gondola end caps could be a most cost effective way of promoting a product.
What is a parasite or secondary display?
A display fixed or hanging from an independently standing fixture is often known as a parasite or secondary display and if it’s fixed to a side of a gondola at the end of an aisle – is known as an end cap. It is an efficient way to display products and save valuable floor space. Although there may be more restrictions with regard to the depth it’s a great way of gaining presence and prime locations, it is also an easier path for a new product to be accepted within stores.
Optimal space for impulsive purchases
When customers shop for “purpose products”, especially those placed at the back of the store they have to walk past aisle ends and may be swayed to make an impulse buying decision. Placing purpose lines in the right location and then developing an end policy that encourages impulse sales can make a big difference to sales. Therefore even a minimal space opportunity is worth pursuing, this is when clever ideas are the key benefit and cross merchandising is also an effective way to create awareness and show the customer exactly what to buy to complete their purchase.
Take these very simple Velcro clip strips; for instance, albeit obvious, hung next to photo frames on an aisle can…
- Save the customer time.
- Save the store precious space.
- Gain an impulse purchase… WIN WIN all round!
The first thing the customer often sees when walking through a store are the gondola ends by the pay areas. These are prime space locations which are why you see so many secondary displays in these places. The average consumer only has a limited amount of time to spend in a retail store; therefore it is imperative to create displays that say “If you’re only giving us 15 minutes of your time, we would like you to notice these products.”
Another extremely important area to consider are secondary displays around a queue system. The best place to gain an impulse purchase, the customer is often looking around whilst waiting in one spot and at this point is aware of the products in their immediate vicinity. However small an area, this is a prime area for a parasite display and often overlooked by companies.
Lastly, when space is challenging, technology has the ability to maximise your product message and ‘call to action’ direct to the consumer. A screen makes minimal use of space and can be sited in many locations which wouldn’t necessarily be opportune for a display itself. Sound on screen is disruptive and engaging for a shopper and can often have the desired effect of an impulse purchase! …